2017 MEPRA Awards – Best Use of Sponsorship Gold Award: Matrix PR

Entry Overview:

In a challenging economy, where consumers are spending less, seeking value, and categories declining – Himalaya wanted to increase its market share in the face wash category. Another major obstacle for the brand was lack of awareness among its target audience, a 5-million strong market segment of Arab youth.

Being on a reality show is a lot like being a teenager – both are nerve-racking experiences where you feel like you’re constantly being judged, and the smallest doubt seems to become the biggest obstacle. Hence, the campaign was aptly called ‘Face it all with Himalaya’ or “#FaceItall”.

To land this message, we couldn’t find a better platform than Arabs Got Talent (AGT). It’s the region’s highest rated talent show and is popular with teens. It was a perfect platform to bring to life the campaign idea of how a trivial problem could hold you back from showcasing your talents.

And with the right mix of a role model and a youth-centric show, we took the bold decision of being the main sponsor of AGT, as opposed to spot buying, something a face care brand has never done before.